Green Marketing Practices in SMEs Sector; A Bibliometric Information study of a reputable journal database

Abstract

Introduction: Addressing environmental challenges requires immediate action across all sectors. As key drivers of economic growth, SMEs hold significant potential to implement green marketing strategies that reduce environmental impact while fostering sustainable development. This study leverages bibliometric analysis to identify trends and research gaps in green marketing within the SME context.

Objectives: This research seeks to, explore global themes and developments in green marketing for SMEs, analyze trends in peer-reviewed journals over time, and provide actionable insights through visual bibliometric analysis.

Methods: A comprehensive bibliometric analysis was conducted following PRISMA guidelines, utilizing data from Scopus, Tandfonline, Springer, Emerald, and ScienceDirect. A total of 25 relevant articles were analyzed using tools such as EndNote and VosViewer to map keyword patterns and thematic connections.

Results: The findings reveal a rising interest in green marketing for SMEs, particularly since 2016. Dominant themes include sustainability, competitive advantage, and green packaging, while emerging topics such as stakeholder engagement and green innovation present untapped research opportunities. Keywords like "green marketing orientation" and "business performance" stand out as central to advancing SMEs sustainability practices.

Conclusion: Green marketing in SMEs has evolved from basic sustainability adoption to more sophisticated strategies, including eco-friendly packaging and stakeholder collaboration. Future studies should delve deeper into underexplored areas, such as consumer behavior and stakeholder roles, to further enhance SMEs' competitiveness and long-term sustainability.